Trust in Plant-Based Products Grows in Europe, but Not All Countries Are On Board

Trust in plant-based proteins is on the rise in Europe as the flexitarian population expands, according to the results of a recent survey. As the plant-based market is expected to reach $160 billion by 2030, trust in these products is growing, driven by increased consumer awareness about the health and environmental impact of high meat consumption. The survey, conducted by not-for-profit ProVeg International and the EU-funded Smart Protein Project, collected data on the attitudes, behaviors, and trust of 7,500 respondents across 10 European countries.

Consumer trust in plant-based products grows in Europe, survey reveals

Key findings from the survey include:

- 52% of Europeans trust plant-based proteins in 2023.

- Over 51% of consumers in Europe are reducing their annual meat intake, and 27% are following a flexitarian diet.

- Trust in plant-based alternatives increased among 46% of consumers over the past three years, with the highest increases in Italy (57%), Denmark (49%), the UK (49%), and Poland (48%).

- Trust increased the most in the following categories: plant-based protein (pulses, grains, legumes), cell-cultured protein, and fungi.

- The lowest increase in trust for plant-based alternatives was observed among French consumers, at 37%.

Consumer trust in plant-based products grows in Europe, survey reveals

The survey results demonstrate the importance of trust, traceability, and consumer education in driving plant-based product sales. While over half of consumers trust that plant-based proteins are safe, correctly labeled, and reliable, about 53% do not trust that these products are fully traceable to their origins. Building trust is essential for accelerating the sale of cultivated meat in the EU market, the researchers emphasized.

A variety of plant-based meats

The introduction of labeling systems like the V-Label, which identifies vegan and vegetarian foods, has been one successful method of increasing consumer trust and driving sales of plant-based products. The V-Label is currently used on over 50,000 products worldwide.